When Chicago resident Debbie Carlson wants to buy a book, she goes online. Instead of Amazon, she places her orders through Bookshop.org because her local bookstore benefits from the purchase while she enjoys the extra convenience. Carlson is not alone, as consumers increasingly look for ways to bolster their neighborhood economy. 

“I want to have a thriving retail and local community, and I want to support businesses here,” she says. “If I can’t get to the physical store, I want to be able to go to their website and see what they have.” Although she lives within walking distance of independent shops, food markets and hardware stores, as a full-time professional, she appreciates the convenience of online shopping. Once Carlson finds a store she likes, she’ll sign up to receive updates via email. When something catches her eye, she has no problem picking up the phone and speaking with the proprietor to clarify any questions. “I know they’ll get back to me right away and give me the information I want,” she explains.

Building a Retail Community 

“We have become friends with so many of our customers,” says Bonnie Schulz, owner of Bonnie’s Chic Boutique, in Grayslake, Illinois, which features apparel, accessories and home goods, and celebrated 10 years in business this fall. While an active customer base shops in person, she understands that it isn’t easy for everyone to regularly come in to see what’s new. To stay connected with her clientele, she greets them on Facebook Live every Wednesday, walking around the shop and pointing out the latest arrivals.

“Every single time I do a What’s New Wednesday, we have people calling to set aside an outfit or coming in to buy something,” Schulz says, noting that her customers are not always local to the area. Some of her regulars keep tuning in even though they have moved away. It’s easy for them to place an order on the phone or have a neighbor or family member pick it up to ship to them. 

Schulz has spent years nurturing her relationship with her customers, and they trust her opinion as they would a friend’s. She has become a trusted personal shopper, and once she gets to know them, she can steer them in the right direction even if they’re not in the store. 

High Tech Meets High Touch

Part of the reason online shopping has become so popular is it can be done with a click of a button, and there is hardly anything that cannot be found online. According to a Pew Research Center survey, whether ordering household items or the latest fashions, the internet has reshaped how, when and where we make purchases. Smartphones have made it so convenient that about one in three Americans shop online with their phone at least weekly.

Companies like Locally.com are making it easier for customers to find items close by, even if they want to shop online. Their omnichannel business strategy provides a seamless shopping experienced across all channels, including in-store, mobile and online. If a shopper is looking for a local retailer to buy their next pair of running shoes, for example, they can input their location and the product on Locally’s website or app, which will identify which nearby retailers have that item in stock. The shopper can then choose to order it online or go to the store to make their purchase.

While Facebook, Instagram, YouTube and TikTok dominate online sales, 87 percent of brands report that their email marketing campaigns are just as critical to their business success, according to Litmus, an email marketing platform. It takes time for independent retailers to keep websites updated, and sending emails is time-consuming, but independent retailers understand that shoppers appreciate the convenience of shopping online while supporting the local community. “You have only so much money to spend,” Carlson says. “I want to make sure that I’m spending it in a way that I think my dollar will have an impact, not just financially, but socially, as well.”

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